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  • SUB CATEGORY :
    INNOVATION IN PROTOTYPE TECHNOLOGY
  • ENTRANT COMPANY :
    DENTSU INC., TOKYO
  • TITLE :
    PHANTOMSNACK
  • BRAND :
    PHANTOMSNACK
  • ADVERTISER :
    DENTSU INC.
  • AGENCY :
    DENTSU INC., TOKYO
  • CHIEF SCIENTIST :
    EISAKU OHTA (DENTSU SCIENCEJAM INC.)
  • GENERAL MANAGER :
    YOKO KOHATA (FUTURE LIFE LABORATORY)
  • CREATIVE DIRECTOR :
    KO IZUMI
  • ART DIRECTOR :
    HANAKO YANO
  • CREATIVE TECHNOLOGIST :
    RYONOSUKE ONO/TATSUYA MORI
  • PRODUCER :
    YOJI SAKAMOTO
  • AI ENGINEER :
    HIDEKI MURATA (DENTSU DIGITAL INC.)
  • FILM DIRECTOR :
    FUMIE YOKOJIMA
  • COMMUNICATION DESIGNER :
    YUI TAKASHIMA/RISA KASHIWAGI
  • MEDIA AGENCY :
    DENTSU INC., TOKYO
  • HEAD OF THE INSTITUTE :
    KIN-YA KUBO (INSTITUTE FOR MASTICATION AND BRAIN SCIENCE)
  • PR AGENCY :
    DENTSU INC., TOKYO
  • CO-REPRESENTATIVE :
    SAKURA KATO (GENERAL INCORPORATED ASSOCIATION MOGMOGENGINE)
  • FILM PRODUCTION COMPANY :
    DENTSU CREATIVE X INC., TOKYO/
    EDP GRAPHIC WORKS CO.,LTD., TOKYO
  • CINEMATOGRAPHER :
    RYO MATSUMOTO
  • PRODUCER :
    TAKUJI OKAMOTO/KOUYA TAMESUE/
    MASAMI OSHIO (DENTSU CREATIVE FORCE INC.)
  • PRODUCTION MANAGER :
    KIYONARI OSHIDA
  • MOTION GRAPHIC DIRECTOR :
    SHINNOSUKE ARIMA
  • SOUND PRODUCTION COMPANY :
    INVISI LTD., FUKUOKA
  • SOUND PRODUCER :
    MASAYUKI NODA/TSUYOSHI OTABE
  • CAMPAIGN SUMMARY :
    Phantom Snack is an innovative virtual food technology designed to replicate the sensation of eating without actual food. Targeted at least 70 million people worldwide suffering from dysphagia,
    it offers a revolutionary solution to rediscover the joy of chewing while improving muscle strength, sensory perception, and overall quality of life. The technology utilizes a simple setup of a webcam and bone-conduction headphones, coupled with retronasal aroma and engaging visuals, to create a realistic and satisfying eating experience.

    Unlike traditional tools that focus only on mechanical aspects such as counting chews or require special equipment, Phantom Snacks offers a comprehensive sensory experience: it provides tactile and auditory feedback through AI-based jaw movement tracking, combined with aromas and visuals to provide a complete meal-like experience. Its user-friendly and portable design allows it to be used anywhere, regardless of geographical constraints.

    The innovation has significant potential beyond dysphagia.
    By promoting cognitive health through chewing stimulation,
    it supports elderly users and addresses broader issues. It also has the ability to simulate a variety of textures without consumption for general users, while contributing to sustainability by reducing food waste.

    Phantom Snack has already been tested with dysphagia patients in care facilities, receiving enthusiastic feedback. More than 1,500 individuals have experienced it, leading to partnership inquiries from corporations, universities, and non-profits. A smartphone-compatible version is under development to increase accessibility, and research suggests brainwave activity when using the device closely mirrors actual eating, demonstrating its effectiveness.

    This project seamlessly combines health, inclusivity, and sustainability, transforming a fundamental human act into a tool for well-being and innovation while creating meaningful conversations around food technology and quality of life.
  • CREATIVITY/IDEA/INSIGHT :
    Phantom Snack revolutionizes dining with virtual food technology that simulate the sensation of eating without actual food. Designed for over at least 70 million people with dysphagia,
    it offers a safe, enjoyable way to rediscover chewing, enhancing muscle strength and sensory perception. Using a webcam and bone-conduction headphones, it also promotes cognitive health and supports calorie-free eating for obesity management.
    This innovative solution transforms dietary challenges into engaging, therapeutic experiences.
  • STRATEGY :
    Phantom Snack is a groundbreaking virtual food technology that recreates the sensation of eating without the need for actual food, offering a unique, natural, and effortless way to enjoy chewing with minimal equipment. This innovation taps into an unmet need for individuals with dysphagia, a condition affecting globally, by addressing limitations of existing solutions.

    Before, often focus on counting chews without delivering sensory feedback, making it difficult for users to fully reconnect with the act of eating. Similarly, devices requiring specialized equipment limit accessibility and long-term use. Phantom Snack overcomes these challenges with a user-friendly design that promotes spontaneous, engaging jaw movements, ensuring an enjoyable and accessible experience for anyone, anywhere.

    The inclusion of retronasal aroma further enhances the experience, simulating the smell and taste of food to create a dining-like atmosphere. This innovation aligns with the growing market demand for health-focused solutions, particularly among the elderly and those with dietary restrictions. During a June 2024 trial at a dysphagia care facility, patients demonstrated active engagement, underscoring the device's potential to improve quality of life while reducing caregiver burden. Phantom Snack transforms the dining experience into an inclusive, therapeutic, and sustainable activity.
  • EXECUTION :
    Phantom Snack’s journey toward transforming the food experience has got traction through a series of impactful milestones.

    In March 2023, it exhibited at SXSW, drawing over 1,000 participants who experienced its groundbreaking technology, sparking global interest.

    In August 2023, Phantom Snack was presented at CEDEC, Japan’s largest game developer conference, highlighting its innovative fusion of sensory engagement and accessible tech, resonating with creators and innovators.

    In October 2023, it was demonstrated at the Stroke Conference, showcasing its potential for dysphagia care. Patients and healthcare professionals praised its ability to provide a safe and enjoyable solution for those struggling with eating.

    In June 2024, Phantom Snack held a trial session with dental professionals, exploring its role in oral health and cognitive stimulation. Later that month, it was introduced to individuals with dysphagia at a support facility, offering a firsthand experience of its life-enhancing benefits.

    In August 2024, it was featured on the news program Nikkei News Next as one of the key highlights in a special segment on virtual food.
  • RESULT :
    Many individuals with dysphagia and their families experienced Phantom Snack, providing valuable feedback. One participant noted, "Hearing the sound of chewing made my everyday meals more enjoyable," while another shared, "I want to eat again because I can feel the texture of food." Families highlighted the enhanced joy of eating together, as they could share the same sense of texture, and expressed interest in using the device in facilities and hospitals. These responses affirm the device’s ability to improve the eating experience, strengthen muscles, and enhance sensory perception, helping users rediscover the joy of chewing.

    Non-disabled users also found value in Phantom Snack, suggesting applications for dieting, orthodontic treatment, and saving the texture of traditional foods.
    Those feedbacks are guiding ongoing refinements to ensure broader accessibility and usability for all.
    However, some participants were hesitant to wear the headphones especially kids, so we would like to improve more inclusive and flexible design improvements.